Jun 8, 12:00 AM UTC 


Consumer Culture Matters: What Marketers Need to Know


In this half-day workshop, Sharon Shavitt (University of Illinois at Urbana-Champaign) will explore the cultural background “clues” that can help marketers create more effective branding, brand extension, and pricing strategies. She will examine differences/commonalities in the value profiles of Eastern and Western consumers, focusing on the cultural core values that predict consumer motivation. With new findings on Latin American consumers, she will discuss how South American and Hispanic consumers differ from European-American and East Asian consumers and the implications for all types of branding strategies, including luxury branding. This workshop is for researchers and B2B and B2C marketers who want to ensure that their strategies speak to the things that matter to their customers. No passport required.

Agenda Description

Click here for a PDF copy of the agenda
12:00 – 12:45 p.m. Registration and Buffet Lunch
12:45 – 1:00 Welcome and Introductions
1:00 – 3:00 Session 1: Recognizing Fundamental Differences in Consumers
In this session, Sharon will address well-established and fundamental distinctions in consumer goals in Eastern and Western cultures.

  • How do consumers in different cultural contexts try to “look good” when presenting themselves to others?
  • How do their choices reaffirm individuality versus connection to others?
  • What are the implications for how marketers culturally tailor promotional strategies and marketing research efforts?

She will also share emerging findings on Latin American consumer motivations. Using B2C and B2B examples, she will discuss implications for the marketing of goods that signal status (e.g., luxury brands) as well as for front-line service delivery (e.g., hotel clerks, call centers). In a concluding exercise, participants will consider promotional implications in a new global CPG context.

3:00 – 3:30 Break
3:30 – 4:30 Session 2
In this session, Sharon will explore cultural differences in thinking styles and implications for advertising, branding, and pricing in consumer and B2B contexts. She will demonstrate how these differences influence consumer responses to new products, to prices, and to positive and negative word of mouth.
4:30 – 5:15 Flash Breakout Sessions
In flash breakout discussions, participants will consider implications for identifying which brand extensions are likely to be successful and how to promote them effectively in distinct cultural regions and target audiences.
5:15 – 6:30 Reception

Hotel Accomodations

Please note: MSI will not be holding a block of rooms for this workshop. Should you need accommodations, please contact The Langham Chicago directly.

The Langham Chicago
330 N Wabash Avenue
Chicago, IL 60611
(312) 923-9988


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